Pukka takes aim at wellness fads

Pukka Herbs’ December 2025 spot, ‘Nothing Beats Nature’ pokes gentle fun at the somewhat cringey world of wellness fads. They might not be the first to do it, but the execution is on point.

Following a woman juggling crystal healing, sound baths, and gadget-heavy routines before she pauses for a simple cup of Pukka three mint tea, the 30-second film builds a chaotic montage of self-care excess.

The protagonist of the Special London ad, directed by Erin Murray (through Academy Films), is taken on a journey featuring buzzing devices and precarious yoga poses before the ad gives way to serenity as she finds calm in the simplicity of a herbal beverage.

Our take

We enjoyed this witty critique because it plays well to the brand’s strength: ie the simplicity of a good cuppa. Parodying wellness culture has always been something of a sitting duck for advertisers, however.

Virgin Active’s ‘Leave the Cult, Join the Club’ by We Are Pi is in a similar vein, going directly at “toxic wellness” with a satirical film that feels like flipping through late-night infomercials on fast‑forward. The parody works for the same reasons Pukka’s effort does: stacking every wellness cliché into one chaotic montage and then offering a sane alternative.

For last year’s World Mental Health Day, ASICS and its newest wellbeing ambassador, Natasha Rothwell, also took a tongue-in-cheek stance on wellness, inviting the world to take an ‘Everyday Escape’.

Then there was IAMS' somewhat bizarre wellness stunt, which included a video deep dive into the deep emotional bonds between pets and their owners while showcasing the benefits of IAMS’ tailored pet nutrition. Created by adam&eveDDB, the campaign positioned wellness as ‘not just for humans’.

Pukka’s herbal focus, then, stands out for its simplicity, aligning with Twinings’ calming campaigns, yet evolving them with a timely jab at influencer-driven excess.